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Capturing South Wales’ Toughest Audience

Public Health Wales wanted to launch a campaign to empower women aged between 14 and 40, living in the South Wales Valleys, to become more physically active.

Coming up with the ideas themselves was easy, but the challenge lay in the execution of those ideas, because we were going after a largely cynical and notoriously hard to reach audience.

During our research, we discovered that at best, these women didn’t feel most ‘get healthy’ campaigns were relevant to them. At worst, they felt actively alienated by them, many equating getting fit and healthy with paying out for expensive gym memberships or shopping at pricey health food stores.

Our overall creative response to the brief was to create an online brand movement entitled ‘Do it your way’ to inspire, empower and, above all, be inclusive. Our award-winning design team built a website that didn’t just capture our audience’s attention, but kept it too. We did this with clean, bold design and inspirational photography starring women just like those who we wanted to talk to.

We also reached out to local authorities, asking them to put us in touch with women in their communities who were keen to share their stories about how they got fit and healthy. Many of those we contacted allowed us to talk to them, film them and take photos of them in action. Sharing their stories online via social media helped further increase the campaign’s reach and momentum – far exceeding the targets given to us by Public Health Wales.

The campaign has so far reached 147,864 people, with the content achieving 295,252 impressions. The ‘Do it your way’ message really hit home; women started sharing their stories via social media which in turn inspired other women to follow in their footsteps, helping to further ensure the campaign’s success.

For more information on this campaign, please email S3’s PR Account Manager, Rebecca Campbell: r.campbell@s3advertising.agency

Services Provided

Design
Web Design
Social Media
Video and Photography

Industry

Public Sector

What do our clients say

  • S3 Advertising have been so easy to work with and nothing is too much trouble. Within a few short months they already feel part of our team! Their in-depth knowledge of digital and the ability to understand, optimise and produce high quality campaigns and reports are particularly impressive.

    University of South Wales
    University of South Wales
  • If your company needs an agency that understands the client brief, is chock-full of very smart people, who are brimming over with ideas and enthusiasm, then S3 is the place to go. Highly recommended.

    Simbec Research Ltd.
  • S3 are a joy to work with. We have confidence that our campaigns are safe in the hands of their industry experts and that they will deliver on their promises. We meet regularly with Becky and the account management and social media teams and are seeing real, tangible results. We look forward to working with them in the future.

    Street Games Wales
  • Andrew Morris, Head of Fundraising – “Superb agency to work with, very professional, exceptionally creative and great results. Highly recommended.”

    Velindre
  • We’ve been working with the fabulous team at S3 for the past six months to grow and promote our online presence through SEO and multiple Google AdWords campaigns. Matt and Adam, our digital gurus, are faultless. Constantly shaping and developing our campaign on a daily basis to achieve fantastic results. We love a visit to The Lion’s Den for in-depth updates and reviews on our account and look forward to many more campaigns and projects with the S3 team.

    Spectrum Collections

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